Your next buyer probably will not find you the way your last one did. They will ask an AI assistant to compare the options in your category, read a synthesised answer that names three or four vendors,...
The debate about whether to use AI agents is mostly over, and the more useful question has quietly replaced it: once a human and a machine share the same work, who does what?
Get that division of lab...
Every marketing event, feed and vendor deck right now is promising the same thing: AI agents that will run your campaigns, qualify your leads and rebuild your team around autonomous work. The volume i...
The 95:5 rule in B2B marketing says that at any given moment, roughly 95 per cent of your potential buyers are not in the market to buy. Only about 5 per cent are actively shopping. The heuristic come...
IN BRIEF
Attribution assigns credit for a conversion to the touchpoints that came before it. Incrementality measures how many conversions would not have happened without the spend. The two numbers
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A B2B buying committee is the group of people inside a business who take part in a purchase decision. For a complex B2B purchase it typically involves 6 to 10 people, in roles such as the champion who...
The short answer: a B2B marketing strategy is six decisions on one page: who the buyer is (and isn't), what position you own, how you create and capture demand, which channels and content carry it, ho...
Most marketing plans still assume a funnel: awareness, consideration, decision, a neat line a buyer walks down until they reach you at the bottom. Real B2B buying doesn't work that way, and treating i...
Every downturn, every flat quarter, every new CFO, and marketing's budget ends up on the table. Not because marketing doesn't work, but because most marketers can't explain why it works in language Fi...